- Maureen Hinton, global retail research director for GlobalData, shared her thoughts on why the Gap brand is struggling.
She continued: These brands"have a short spell in the fashion sun, around three years, generating strong growth, then they wilt and have to evolve into a brand that can offer more than just a logo to bring in customers." Despite the problematic history of the logo, both Abercrombie and Gap have never been able to fully drop it. One of Abercrombie's former CEO's, Mike Jeffries, initiated a move toAbercrombie & Fitch, Adidas, and Gap are resuscitating a trend that millennials have rejected for years
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